Advances in Economics, Management and Political Sciences
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Proceedings of the 2023 International Conference on Management Research and Economic Development
Series Vol. 18 , 13 September 2023
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Research on Holiland's Word-of-mouth Marketing Strategy Based on 5T Theory
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Abstract
In recent years, driven by the trend of baked food as the main meal and capital investment, the baking market has continued to expand with frequent clashes between old and new brands, therefore, both opportunities and challenges coexist. Established in 1992, Chinese baking brand Holiland quickly seized the market through a series of comprehensive and efficient marketing strategies, escaped from the "midlife crisis", and became a top domestic baking brand. Its marketing model is worth exploring. Based on the 5T theory of word-of-mouth marketing proposed by American marketing master Andy Senoviez, this paper analyzes Holiland’s marketing strategies from five aspects: talkers, topics, tools, taking part, and tracking. Through analysis, it is concluded that Holiland has a good reputation because it can arouse the identity of the Generation Z (Gen Z) consumer group and it is good at creating hot topics. Furthermore, it constructs media matrix promotion, pays attention to interactive management, and tracks customer feedback on a regular basis.
Keywords
Holiland, bakery brand, word-of-mouth marketing, 5T theory
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2023 International Conference on Management Research and Economic Development
- ISBN (Print)
- 978-1-915371-79-9
- ISBN (Online)
- 978-1-915371-80-5
- Published Date
- 13 September 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/18/20230064
- Copyright
- 13 September 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited